I posted a few days back in our Facebook group, offering to do an SEO review on 10 websites belonging to businesses in the scalp micropigmentation industry. In response to requests that followed, this SEO review is for Eve Pleavin of www.velvetpigmentationclinic.com.
During this review, I examined the following:
- On-page SEO elements of a typical page on each website
- The overall structure of each website
- Social proof and reviews
- Internal linking
- Inbound links and spam score
- Speed and security
I won’t explain each of these in detail because I’m hoping their explanations will become clear during the assessment. So here we go!
on page seo elements of a typical page
The first thing I look for are pages specifically targeting keywords for the primary services offered. Your home page is not the place for this. Google wants your home page to act as a gateway to the information pages on your site, and it’s actually quite hard to rank a home page for a big search term.
Eve’s primary service is scalp micropigmentation, so she needs a page that screams relevancy for this keyword. Eve’s website has this which is a great start. For example, she has pages for scalp micropigmentation, (visit page), tricopigmentation and so on, however there are some issues that need to be resolved.
- The H1 and H2 headlines appear to be muddled up. The H1 headline is the most important part of the visible text content because it tells Google what the page is all about. You should only have one per page, but every page should have one. It seems this important H1 headline actually set to the subheadline, not the main headline containing the target keyword. For example on the SMP page linked above, the H1 headline is ‘SMP Treatment’, while the main keyword ‘scalp micropigmentation’ is wrapped in a H2 above the H1. This is not optimal.
- As this is Eve’s most important page from an SEO perspective, the page needs more content. Eve should be aiming for around 1000 words of text, and should be adding a couple more photos and one of her videos to increase the relevancy of the page.
- Aside from that, the rest of the content looks good. There’s no keyword stuffing, and the content reads well. For conversion purposes though, each page needs a strong call to action which they don’t currently have.
- Not directly SEO related, but the pages could use more of a wow factor using full width images as page headers. The overall look is a bit sterile which doesn’t really suit Eve’s personality and business type.
overall website structure
This website adopts a flat hierarchical structure, but there is additional content on the website that would lend itself well to a more powerful hierarchy.
For example, the pages about hairline styles (see page) and aftercare (see page) and all other information pages about SMP, could be better structured as child pages of the main SMP page. Then it’s just a case of interlinking these pages within the content, and Eve would have a basic silo structure in place which works well for SEO.
The home page has contextual links to the main internal pages, which is great.
In-content links are more powerful and send better relevancy signals to Google than navigation or footer links. You should still have these, but manually linking from the text on the home page to the internal pages definitely helps to get those pages ranked.
social proof and reviews
The website links to two social media channels: Instagram and YouTube, but I had to look for them as the links are not on every page, and there is no link to their Facebook page or Google Business account. Their Instagram and Facebook are fairly active, which sends a signal to Google that this website represents an active business.
Connecting the website to Google Business is important for SEO, and Eve has a couple of reviews on Google, which is another reason to show them off. There is a spelling error on her Google Business listing which needs to be fixed, as it will interfere with Google’s internal aggregation of data on her business.
Overall these social links need to be more obvious as most customers won’t bother to look for them.
Eve has an additional account on reviews.co.uk which is pretty cool and loaded with strong reviews, but this needs to be made obvious as most customers will miss it.
I recommend Eve also looks for a way to feed her reviews to her website, like we do for our advertisers (example here). This way, they can read reviews without leaving the website.
An internal link is where you link from one page of your website to another page of your website. These are in-content links and do not include links within menus or the footer. Internal links are critical for SEO because they help Google to understand what your website is about, and which are your most important pages.
The Velvet website is well linked internally, so I have no additional suggestions here.
inbound links and spam score
Aside from your website content, inbound links, sometimes called ‘backlinks’, are by far the most important part of your SEO strategy. An inbound link is where another website links to your website, and Google views this as a vote of confidence. Generally speaking, websites do not link to spammy or illegitimate websites, so if someone is linking to you, it reinforces the message that your website is the real deal.
All inbound links are not created equal, in fact, too many poor quality links can actually hurt your site. You should be aiming for links from authoritative websites (local news websites, big blog sites, local business associations etc), or from websites that are highly relevant to our industry (like Team Micro, What Clinic etc). The best links are both authoritative and relevant.
We use Moz to measure your inbound link power. They produce a metric called Domain Authority (DA) which is a score from 1-100. Higher scores are granted to websites with a good number of authoritative links, and a low number of poor quality links from spammy websites.
It is important to note that the scale is not linear…. getting from DA1 to DA10 is relatively easy, but jumping to DA20 is MUCH harder. Most sites never make it past DA15. Team Micro is a DA32 website, but its taken years of diligent SEO to get there.
Your spam score represents the % of websites with similar inbound link profiles that have been penalized or banned by Google. For obvious reasons, you want to keep this low, like less than 2%.
VelvetPigmentationClinic.com has a DA8 score and a spam rating of 1% which is fairly weak. This is fine for her Brighton location, but to rank well in a competitive market like London requires a much higher score of at least DA15.
You need a paid Moz subscription to see all the data, but you can see the top line stats here, and I’ve included screenshots taken from our Moz account below.
moz overview for velvetpigmentationclinic.com
moz spam score for velvetpigmentationclinic.com
speed and security
Your website speed is a huge ranking factor now, as Google now uses mobile-first indexing. This is understandable, especially in the SMP and PMU industry where around 80% of your website visitors are using mobile devices to access your content.
Security is also important, and directly influences rankings. Your website should be on https:// not http:// and this is mandatory if you are processing customer data online.
We use GT Metrix, the industry standard, to measure speed. Eve’s website is getting a speed rating of 75% and takes 3.4 seconds to load, which isn’t bad (verify here).
A score of 75% is high enough to make the website competitive in search, and although the improvements required to increase the score are relatively easy to implement, its not critical to do so at this stage.
Eve’s website is fully https:// secure with no security-based warnings.
The following actions should be undertaken as soon as possible to strengthen the SEO of this website:
- Address the issue with H1 and H2 headlines as detailed above.
- Add more text and image content to the primary service pages.
- Implement better calls to action.
- Create a hierarchy where sub-topics are on child pages of the main service pages.
- Add connections to the Facebook page and Google Business listing
- Update the Google Business listing and focus on getting at least 20 reviews on Google.
- Get a small number of high quality inbound links. The best sources for these are local and national news websites, or links from industry-specific websites.
- Implement browser caching to speed up the website.
These are additional steps that every website owner should take. We didn’t verify these, or were unable to, for this specific website, but make sure you have these covered:
- Register and verify your website in Google Search Console.
- Create an XML sitemap and register it with GSC (above).
- If you have a .com domain, register your target country with GSC (above).
- Make sure you have at least 10 citations. These are mentions of your business online including name, address and phone number data (NAP), and may or may not include a link to your website. Good sources are Yelp, Yellow Pages, local business directories etc.
- Disavow any spammy links coming into your website using the Google Disavow Tool.
- Make sure you have at least a few reviews on the most important review sites – Google Business, Facebook and Yelp.
- Ensure your website links to all your social media accounts including (if you have them) Facebook, Instagram, Google Business, Pinterest, YouTube etc.
- You need dedicated pages for each of your key services.
- Your address and contact information needs to be included in full on your contact page, matching the format shown on your Google Business listing.